50 marketing mistakes / Mistake #16
Mistake #16 of 50Don’t give people five calls to action.
Call us. Follow us. Download this. Watch our video. Pick the one action you actually want.
What it costs you
Five asks is no ask.
Call us. Email us. Follow us on Facebook. Download our app. Watch our video.
It feels like you’re giving people options.
You’re giving them homework.
If they have to figure out what to do next, they won’t.
So they do the easiest thing of all. Nothing.
A real example
The bakery’s postcard
A bakery mails a postcard to every customer who ordered a birthday cake last year.
The first version says: “Call us! Order online! Follow us on Instagram! Like us on Facebook! Ask about catering!”
Five asks. Every one of them a little quieter than the last.
The second version says one thing, big: “Birthday coming up? Order your cake by Friday, and the candles are on us.” One photo of last year’s cake. One QR code that opens the order page.
One ask. That’s the one people actually do.
Pick the one thing you want most. Make it big. Let everything else wait for the next card.
Why it happens
Why the asks keep piling up
Every extra ask makes the one you want quieter.
Do this instead
Pick one. Say it big. Make it easy.
Every piece of marketing you put out needs one clear next step. Decide what this piece is for, then ask for that, and only that.
| The piece | The one ask |
|---|---|
| A postcard to past customers | “Order by Friday.” With a QR code that opens your order page. |
| An email after a quote | “Reply ‘yes’ and we’ll get started.” |
| Your website | Your phone number at the top of every page, and one big button. |
| A flyer for new customers | “Bring this in, and your first visit is free.” |
| Something you hand out | “Call this number first.” |
| A social post | “Tap the link to book.” Just that. |
The rest of your links can live at the bottom of your website. On the piece itself: one ask. Big. Easy.
Do this today
- 1
Grab the last flyer, email or postcard you sent.
- 2
Count how many different things it asks people to do.
- 3
Circle the one that actually makes you money. Cross out the rest.
- 4
Make the one you kept bigger, and send the new version this week.
One clear ask. Then make it easy to say yes.
From the book
Chapter 6: The Two Holy Trinities of Marketing
Starts on page 47. The whole chapter, plus 250+ ways to market your business, in the free book.
Download the free bookIdeas that fix it
One item. One ask.
Idea 115 · book page 319Custom Cookies$2–$5 eachA cookie with your logo on it gets photographed and shared.$0Idea 52 · book page 287Make Your Phone Number Impossible to MissFreeThe easiest sale is the one where they can find you.
Idea 65 · book page 294Branded Takeout Bags$0.25–$1 eachEvery order walks your name through town.
Idea 64 · book page 293Stickers$0.25–$1 eachGood stickers end up on laptops, bottles and cars: free ads.
Idea 186 · book page 354Aprons$15–$40 eachA uniform and an ad in one.$0Idea 38 · book page 280Fix Your Website HeadlineFreeFive seconds decide whether visitors stay.Want a plan with one clear ask every time?
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